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Witty Celebrity-Endorsed Ads: Share and Share Alike

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Jean-Eric Pelet

    (ESCE International Business School)

  • Jashim Khan

    (University of Surrey)

  • Kelly Cowart

    (University of South Florida)

Abstract

Actor George Clooney’s ‘What else?’ slogan is arguably the most memorable piece of Nespresso Coffee’s online advertising campaign. Like Clooney, an incredible number of celebrities now endorse a product or brand image. Viewers of the U.S.A.’s Super Bowl can attest to the public’s fondness for humorous ads. This research is a preliminary investigation of how consumers react to a celebrity endorsement in an online humorous ad. The objective of this study is to highlight how humor influences consumer attitude, how it affects the likelihood of an ad going viral, and whether it encourages the consumer to share the ad on social media. Exploratory research provides answers to these questions.

Suggested Citation

  • Jean-Eric Pelet & Jashim Khan & Kelly Cowart, 2017. "Witty Celebrity-Endorsed Ads: Share and Share Alike," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Kusum L. Ailawadi & María Jesús Yagüe-Guill (ed.), Advances in National Brand and Private Label Marketing, pages 75-85, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-59701-0_9
    DOI: 10.1007/978-3-319-59701-0_9
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